브랜드 경험(BX)에 대한 개념적 고찰

Abstract

The meaning of brand is being expanded from brand identity which distinguish goods or services from other brands to brand experience according to the increasing importance of brand-consumer relationship. This paper focuses on establishing the concept of brand experience through conceptual study such as literature study on the theories about brand and experience. In particular, we studied on the concept of brand experience through the researches of the experience theories such as John Dewey's Experimental Philosophy, Joseph B. Pine II and James H. Gilmore's Experience Economy, Bernd H. Schmitt's Experiential Marketing. Brand experience is conceptualized as process and results of the holistic experiences: consumer's internal responses evoked by brand-related stimuli that are part of a brand’s design and identity, communications, and environments. Brand experience(BX) is comprehensive concept that it is included all of the user experience(UX) such as product experience, customer experience(CX) such as shopping or service experience. In this research, brand experience have 5 dimensions; Sensory Perception, Feeling & Emotions, Intellectual Cognition, Behavior, Social Relationship. The each dimension of brand experience can be extended directly or indirectly in branding environment through elements of various experiences. Also, the experiences through interaction with consumers will be a strategic tool to create consumer-brand relationships and value co-creation.